Benefits of POS Data
Despite inherent challenges, brands can gain these benefits using retailer POS data:
Refining Analytic Use Cases The increased granularity in retailer POS data could be used to supplement data from a third party or the Brand’s own data.
Example:
UPC listing/delisting decisions could be recommended by stores that index on a specific consumer segment defined by the brand.
Causal Factor Improvements Even where third party data is still used, POS data could be used to improve the modeling of certain situations.
Example:
More granular time periods or media data in a POS file could be used to achieve higher model fidelity of cause/effect.
Precision Marketing The shopper information a retailer provides in their POS feed could be used alongside a brand’s consumer segmentation profiles or Customer Data Platform (CDP). A digital marketing campaign could target shopper demographics, and locations with the highest repeat purchase rate, or promotion spend could be better aligned with execution. Example:
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